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Sirane ready for 2010 expansion

08 July 2010

Packaging solutions company, Sirane, is preparing to further consolidate its position as Europe's leader in absorbent packaging

Simon Balderson, Sirane Director, says that ''for some months we have been working flat-out for all our absorbent packaging markets - in food and other areas, including healthcare. Food application sales for French-based markets - now comprise one third of Sirane's total output and our sales distribution team there is currently recruiting new people. Meanwhile I and my commercial team are looking to grow Sirane further with acquisitions in absorbent packaging. We are able to do this because the market continues to endorse and reward our approach - one of continuous product innovation and customer service.''

Sirane was awarded the ISO 9001 quality assurance in late March 2010. The quality standard includes matters of product design - and the company has gone forward to design and invest in new lines of bag-making machinery that will now include absorbent elements as part of an integrated pack. ''Customers everywhere are asking for integrated packaging solutions,' says Sales Director, Jeremy Haydn Davies, ''and our new bag-making investments will not only give us production capacity but - in common with our general approach - we can design the packaging to whatever the client requires.''

Haydn Davies also points out that the food packaging industry is increasingly insistent that its products be food contact approved by 3rd parties before they reach the next point of production. 'At Sirane we entirely support these procedures and this approach. The safety of packaging materials used in direct contact with food is of critical importance & is subjected to extensive regulations covering chemical migration & food at all levels. All of our food-contact absorbent packaging' adds Haydn Davies is tested and approved via services at Smithers Rapra who have a pedigree in food contact research.

Smithers Rapra is also a leading participant in FAPAS - the food analysis proficiency testing scheme - and is therefore are well-placed to provide Sirane with technical support on all aspects of materials & additives in food contact applications in relation to international regulations & needs.'

Haydn Davies says that 'this specialist know-how is added to the ever growing Sirane know-how in absorbent packaging. 'Our investment in further bag production and our forthcoming acquisitions will provide further outlets for all the potential that is to come.'

Sirane's acquisition of Hereford-based Thomas and Green (T&G) in 2008 continues to pay dividends in term of spreading the company's capabilities and introducing Sirane to new clients and new markets such as healthcare with absorbent products such as Cellosene. And Sirane's Stafford Park Telford base is now filling out its 70,000 sq ft footprint. Sirane's growth in absorbency-based packaging has added leading commercial practice to the product innovations; paying particular attention to shortening order lead-times and delivery times.
 
The company's innovations in the compostable/degradable packaging area - marketed under the Dri-Fresh Resolve brands - have also been setting the pace for the industry supply-side and been winning friends and orders in the retail and supermarketing worlds. Over 35% of Sirane's current sales are based on products that were not manufactured one year ago.

By any standard the commercial growth and success of Sirane has been impressive: The Telford-based business now employs some 90 people and has grown to a £8million plus turnover from a standing start in 2003. Balderson pledges that 'we are aiming to make Sirane the safest and most hygienic food packaging company in Europe.'


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